Writing an Advertisement

5. The Illustration

5.1 Use a good picture to improve your ad. But it will only work if it is relevant - if it reinforces or expands upon the headline.

• If you have nothing to show, do not feel you must have a picture for the sake of it.

5.2 Bear in mind that a good photographer or illustrator can make the dullest items look interesting. Do not assume your product is too unphotogenic to warrant a picture.

5.3 One inexpensive option is using stock shots - library pictures (eg photos of unlabelled food tins) that can be used for a flat fee. Do not use a poor shot because it is cheap.

• The picture must be in black and white, unless you go for a full-colour ad.